Review: Backflip Cereal Is Flippin’ Good Time For All
Better-for-you breakfast cereal brand Backflip debuted this summer with an exclusive deal with Target nationwide. Founded by YouTuber Ben Azerlart, personal care and clothing entrepreneur Shaun Neff and Ampersand Growth Partners, Backflip launched with four flavors: Cinnamon Magic, Fruity Galaxy, Strawberry Milkshake and Chocolate Sundae. Each one cup serving packs 6 grams of protein and 8 grams of sugar, using sugar and Reb A stevia for sweetness. As the tagline says, this stuff is flippin’ good cereal.
Things that stand out:
- Similar to legacy brands, Backflip delivers the crunch and the sweet taste little ones expect from a morning bowl. Most importantly, it makes a great bowl of sugary milk as a finisher.
- The brand’s box design will jump off shelves with a bright colorful palette and cartoon characters that balance the nostalgia of Saturday-morning kids shows with a modern CPG aesthetic. Including trading cards in each box as a prize is a nice touch to reinforce its kid-focused positioning and will aid in repeat purchasing as consumers collect the whole set.
- Backflip’s target demographic, six to 12-year-olds, fits perfectly with Azerlart’s followers and provides a platform for free marketing through the creator’s content.
Things to consider:
- With each box weighing 8 oz., Backflip could increase its size to 10 oz. or 12 oz. to better align with legacy kids’ cereal brands.
- While the brand is already gluten-free, has no synthetic dyes and calls out to having around 40% less sugar than leading cereal brands, its current protein content (6 grams) is below competitors like Three Wishes (8 grams) or Lovebird’s high protein options (11 grams). Increasing the protein or bringing a sublime to the portfolio could help to appeal to a broader audience of health-conscious parents.
Rating: 
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